October 26, 2007

Mercedes-Benz Adds Sound Logo to New Brand Naming Strategy

As you know, I've been blogging about Mercedes-Benz recently. The fact that company has not only implemented some serious revamping of its brand naming but also added a neat new "sound logo" is worth noting.

Adding a trademarked sound or olfactory logo to a brand name is nothing new and sometimes a bad idea.

What's interesting about Mercedes-Benz's new logo is that it's a solo vocal taken from a recording made by an English (not German) boys' choir. One Mercedes-Benz exec enthused that it is "emotional, elegant and unmistakably associated with our brand."